Signature Event

EGMI is leading the charge to develop a major event in East Gippsland that will build awareness of our regional strengths and increase visitation to the region.


The event, identified in a 2013 feasibility study commissioned by EGMI and funded by a collective that included Regional Development Victoria, Tourism Victoria, East Gippsland Shire Council, Destination Gippsland and Broadsword Enterprises, will centre on Adventure Sports and take advantage of the significant natural attractions in East Gippsland.


EGMI has appointed leading sports event managers, Limelight Sports, to manage and market the event with the inaugural event due to take place in late 2015.


The success of event will depend on securing seed funding, and EGMI is working with a range of stakeholders to secure financial support for the first three events.


Further updates will be provided over the coming months, including detail on the structure and dates of the 2015 event.

Four Year Business Plan

EGMI launched its Four Year Business Plan in May. It signals the next phase of EGMI's development from awareness building and relationship development to implementing focused strategic activities in concert with partner organisations to maximise return on investment for the region.

EGMI's strategic focus remains cemented in live, work, invest and visit with the priorities for 2014 - 2018 having been set as:


> increasing national and international visitation - in partnership with Business & Tourism East Gippsland (BTEG) and East Gippsland Shire Council (EGSC) develop a strategy with focus on improving infrastructure, accessibility, education and support for tourism operators;


> repositioning and rebranding East Gippsland as Victoria's 'Adventure Capital' through specific marketing campaigns, such as the 'Choose Adventure' campaign launched in April 2014;


> developing a signature event on the Gippsland Lakes for 2015 and beyond to attract in excess of 5,000 external visitors to the region;


> developing and implementing a regional food brand for East Gippsland in partnership with East Gippsland Food Cluster to position East Gippsland as an emerging centre for food excellence;


> developing tools that educate and inform to support investment in East Gippsland in partnership with EGSC by identifying the region's strengths from an investment perspective;


> promoting and supporting education in East Gippsland to grow our reputation as an area of diverse opportunities;


> increasing East Gippsland's online presence through e-marketing strategies;


> supporting areas of workforce need; and


> growing stakeholder and partnership networks through targeted initiatives and communication to continue promoting East Gippsland as the ideal place to visit, live, work and invest.


Please let us know if there is anything we can do for you to directly benefit from these initiatives. You can contact us on (03) 5152 3677 or call Karly McCaskill, Marketing Manager, direct on 0408 122 065.


By working together we pool our individual strengths and create opportunities to improve the economic environment of all of East Gippsland.


East Gippsland Attracts Skilled Workers


More than 8,000 Melburnians flocked to the Regional Victoria Living Expo in the Melbourne Exhibition Centre last weekend to learn more about living and working in regional Victoria.

East Gippsland Marketing and East Gippsland Shire Council partnered to present the region’s local story, which included an interactive cooking display led by Christiane Philip from Culinaire Cooking School. Visitors also had the opportunity to speak directly to local Councillors with Mayor Richard Ellis and Cr Michael Freshwater on hand to answer questions and provide valued advice.

Riviera Properties and King & Heath enticed visitors with affordable housing options, while Patties Foods Ltd met with visitors keen to learn more about working in the East Gippsland region.

Marketing Manager of East Gippsland Marketing, Karly McCaskill emphasized the importance of the event in attracting new people and investment to East Gippsland, “Over three days we had the opportunity to meet face to face with skilled workers, small business owners and prospective investors all keen to relocate their services to our growing region. We met with many people representing skills needs in our region including doctors, nurses, engineers and accountants.”

“We were able to present an end-to-end picture of the region with our jobs and real estate guide, ‘Head East’ welcome kit and tourist brochures encouraging initial visitation. Having King & Heath / Riviera Properties across from our stand also meant that prospective visitors could get personalised information on real estate choices. Many were pleasantly surprised at the affordability and quality of our housing in comparison to suburban Melbourne.”

Premier Denis Napthine and Minister for Regional and Rural Development, Peter Ryan took the time to visit East Gippsland’s various displays with Premier Napthine remarking that a special East Gippsland dessert prepared by Christiane Philip was ‘berry nice’.

East Gippsland Marketing will spend the coming weeks reconnecting with visitors to the expo by inviting them to a special Open Day in East Gippsland in June.

“Our aim is to invite people and business owners to the region to experience it for themselves. We’ll be contacting local businesses and community groups in the coming weeks to help prepare an Open Day that showcases the unique beauty of the East Gippsland region.” 

Source: Bairnsdale Advertiser 

Today Show wakes up in Omeo


Popular breakfast television program, The Today Show screened its weather cross live from Omeo last Wednesday. 

Funded by Tourism Victoria and coordinated by East Gippsland Marketing, the television coverage reached around 350,000 viewers nationwide and was part of efforts to assure travellers that the region is open for business following fires in the surrounding Alpine National Park.
Much of the local community came out early to support their town with many volunteering to participate in the promotion. Visitors were well fed with the Omeo High Plains Bakery and Omeo Football Netball Club providing hot cross buns and egg and bacon sandwiches.

Well-known presenter Stevie Jacobs mingled with the locals and took opportunities to promote the adventure fuelled activities in the region including horse riding, white water rafting, fly fishing and swimming, along with a history of the gold mining region.

Karly McCaskill, marketing manager of East Gippsland Marketing, thanked the community for making the event a great success.

“Opportunities to promote our region to over 300,000 engaged viewers is rare so it was important that we made the most of the coverage,” she said.

“With just four days to coordinate the program we were thrilled that the Omeo community was able to go to enormous efforts to make it happen, and the beautiful coverage on the day reflects the efforts of this tight knit community. Special mention must go to the brave young boys who agreed to leap in the local swimming hole on a crisp, autumn morning.”

Source: East Gippsland News 

A Good Move to East Gippsland

East Gippsland Marketing Inc was honoured in receiving a grant for $42,500 from Regional Development Victoria to help drive awareness of East Gippsland as a signature location for relocation in Victoria. East Gippsland can boast that it is the first region in Victoria to undertake this kind of promotion. 

The campaign is designed to leverage off the 2013 Regional Victoria Living Expo with messages targeting the economic benefits.

The campaign encompasses a Melbourne based radio campaign (3AW) where live reads will be used to highlight the key benefits of housing affordability, education and jobs within the region. A thank you is owed to The Esplanade Resort and Spa, in Lakes Entrance, who offered us prizes to the value of $750 for the 3AW radio campaign.

A shopping centre display at Fountain gate from the week commencing 11th May will be targeting the South EWastern urban dwellers to start thinking East Gippsland as a more compelling offering to outer Melbourne as a place to raise a family. Advertisements on will be used to drive traffic to the website where more information on the benefits of relocating to east Gippsland will be highlighted.

A big thank you and congratulations to Blay Builders who bought into the shopping centre campaign and who will assist in highlighting their house and land packages (and to highlight what afforbale and great housing is available in East Gippsland) to the visitors to Fountain Gate Shopping Centre.

A Regional ‘Open Day’ is planned for the Queens Birthday long weekend, where qualified leads obtained for the Regional Victoria Living Expo and Fountain Gate Shopping centre will be invited to a small expo in East Gippsland where we hope key businesses will make themselves available to talk to potential residents on the benefits of the region. 

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Contact Details

East Gippsland Marketing Inc.

PO Box 1753, Bairnsdale, Vic, 3875
Telephone: (03) 5152 3677